The report was based on data from a survey conducted in 2022 among 158 marketing strategy leaders.
Most marketers say their direct mail campaigns are very or moderately successful across formats, including self-mailers, postcards, letters, and catalogs.
Marketers say they are using a range of methods to measure the success of their direct mail campaigns, including multitouch attribution models (58% say they use), business reply envelopes (57%), and toll-free numbers/vanity URLs (57%).
The most common data sources for mailing lists are demographic selections (72% of marketers say they use to build lists) and first-party sources (68%).
Some 78% of marketers say they are worried about how increased data security regulations will affect their future direct mail campaigns, and 74% are worried about rising paper costs.
About the research: The report was based on data from a survey conducted in 2022 among 158 marketing strategy leaders.
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